World Heritage: The Potential What I am going to talk about Economic - - PDF document
World Heritage: The Potential What I am going to talk about Economic Benefits Why (world) heritage might just be the most important asset a community has and why some people are waking up to this and using it to good effect RULE ONE If I say
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James Rebanks
What I am going to talk about…
Why (world) heritage might just be the most important asset a community has… and why some people are waking up to this and using it to good effect RULE ONE If I say something you don’t understand then stop me, its probably my fault.
What’s What’s the point
stuff anyway… I dunno
Source:
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Do we really belong together?
World Heritage Economic development
All he thinks about is money Why should I support her silly hobby? What is this relationship?
UK’s nominated site in 2016… But, like you, we have questions about it, and for the last ten years its been my business to answer them… Primarily answering this simple question…
What good does this do (or can it do under
certain circumstances) for businesses? Farms?
Tourism? Cities? Regions?
I’m not going to talk stats…
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What do I know?
“Excellent piece of work” ICOMOS “Paradigm changing” “Very excellent” UNESCO “Brilliant” NOKIA “Impressive” World Bank
What is WHS for?
Saving Stuff
Emergency attention for unique heritage at risk
Celebration Award
Celebration/reward for heritage already preserved
Another Logo
Marketing/quality brand for historic places
Place Making
Catalyst for economic development using heritage
How sites perceive WHS status matters Motivations matter… It can be a blocker or an enabler
Five lessons…
No Free Lunch
But potential for benefit
PR Value
International media love it – makes it easy to know you matter
The value of association
The world’s leading companies want to be associated
WHS Literacy
Useful tool for attracting international high spending cultural visitors and spenders
Cultural Glue
Binding bits together into coherent product
WHS provides a set of tools…
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Similar places have radically different
“We can do anything, we are world class” “We can’t do that here”
“World Heritage sells… It’s that simple”
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The World’s Most Expensive Holiday…
Two year tour of 962 World Heritage Sites 157 countries £990,000 (for two people) (£7500 donation to UNESCO) (£50 membership fee) Idea: Simple. If you had unlimited funds you would want to see these places. Everything on the list is awesome.
WHS literacy…
WHS literacy is linked to affluence… and has global reach
From a marketing perspective this matters… E.g. Bamberg
“Outstanding Universal Value”
Globally endorsed specialness
Your competitors for trade, talent and tourism…
Avoiding the ‘Clone’ Trap – A crucial economic development issue
“There are over 1,000 locations in Europe alone, all promoting exactly the same thing, looking identical and representing themselves in similar ways – through pictures of people playing golf, people in call centres, airplanes taking
another and offering little or no added value”.
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Culture/heritage/environment… as critical ingredients in placemaking
Source: The Power of Destinations (Communications Group Plc)
1) Strong economy ‐ 68% 2) Agreeable climate and environment – 67% 3) Friendly local people – 66% 4) Strong tradition in culture and the arts – 60% 5) Widely available entertainment/leisure – 60% 6) Skills base/educated workforce – 58% 7) Exceptional architecture – 50% 8) Good public services – 46% 9) Attractive labour legislation ‐32% 10) Strong currency – 30% 11) Attractive employer legislation – 30% 12) Affordable housing – 28% 13) Sporting excellence – 26% 14) Celebrities in music, film and fashion – 22% 15) Other 6% Everywhere now has the hardware… you now need hardware + differentiation
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Key trends…
market – with 40% of European visitors now being ‘cultural tourists’
products from a homogenous mass of other ‘clone’ places and products – 92%
more important – 60% say culture becoming more important in decision making
brand – with a marked growth in the use of the brand in the past 3 years
traditional cultural reference points are less effective and World Heritage is recognized – global quality marks/brands matter more than ever
to add value to traditional farm businesses ‐ so they can continue to sustain the distinctive sense of place
Abu Dhabi – A billion $ reminder… Authentic heritage ‐ some places have to buy it…
New ideas from old buildings
Jane Jacobs
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Cultural tourists are more likely to be:
New customers/first‐time visitors From geographically distant source markets Staying visitors and stay longer in a destination Respect, understand and engage meaningfully Engage in other travel and hospitality activities To spend more per trip than non‐cultural tourists
Bamberg data… WHS as driver of higher value tourism
WHS literacy…
WHS literacy is linked to affluence… and has global reach
From a marketing perspective this matters… E.g. Bamberg
Things to worry about…
What have we got to get the world’s attention? What endorses our quality on the global stage? How do we raise profile in a changing world? Do we want other destinations to get this?
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Latest UK evidence…
Cultural and heritage tourism worth £4.5 billion to UK (and sustains c.100,000 jobs) 57% of UK visitors agree that history and culture strong influences on choice of destination (only 15% disagreed) Mix and vibrancy is critical – Heritage+ shopping etc. Overseas visitors want to see ‘key sites’ – ‘must see’ destinations in UK 22 of 25 top UK attractions cultural/heritage based ‐ Museums 4th ‘best activity’ in UK Stewardship of past is a key part of UK’s global appeal – people come to see the past looked after Three hot tourism buzzwords… ‘Authenticity’, ‘cultural immersion’ and ‘experiential’
Source: http://www.visitbritain.org/Images/Culture%20&%20Heritage%20Topic%20Profile%20Full_tcm29‐14711.pdf Raising international profile and competitiveness
Global PR boost– uniting behind a vision of what is best about this place endorsed by 190 countriesUpgrading the visitor economy
Cultural (WH) visitors, quality and storytellingAttracting and retaining talent
Civic and commercial pride in place focused on World‐ Class ‘lifestyle offer’Focuses efforts to sustain the ‘underpinning’ cultural landscape
Farming and culture sustained and ideally given contemporary resonanceCreating entrepreneurial
The Seven Potential Benefits from World Heritage+ for places like yours…
Being in the WHS elite club
Enhancing ability to secure funding/investm ent
WHS would raise the profile with funders Helps make brands more powerful around the world Global media PR boost High quality brand associations Clear narrative of global significance… Endorsed by 190 countries Helps make brands more powerful around the world Global media PR boost High quality brand associations Clear narrative of global significance… Endorsed by 190 countries Attracting international visitors Entering developing World Heritage market Change visitor profile… Cultural tourism destination Develop better quality products and experiences Improve benefits for local communities Attracting international visitors Entering developing World Heritage market Change visitor profile… Cultural tourism destination Develop better quality products and experiences Improve benefits for local communities Using WHSs as key lifestyle assets Focus on liveability for highly skilled employees Focus on civic pride for retaining local talent Key identity to differentiate destination as an investment location Recognition that sustaining place is valued and respected Using WHSs as key lifestyle assets Focus on liveability for highly skilled employees Focus on civic pride for retaining local talent Key identity to differentiate destination as an investment location Recognition that sustaining place is valued and respected1 2 3 4 5 6 7
Outdoor education Landscape conservation OUV interpretation Guiding New OUV‐based visitor attractions Cultural tourism packages Farming culture experiences High value itineraries packages for WH market Outdoor education Landscape conservation OUV interpretation Guiding New OUV‐based visitor attractions Cultural tourism packages Farming culture experiences High value itineraries packages for WH market Global partnerships on farming or cultural projects Access to significant donor programmes Partnerships at global level with
landscapes International showcase for our solutions Minor perks of being in WHS club Global partnerships on farming or cultural projects Access to significant donor programmes Partnerships at global level with
landscapes International showcase for our solutions Minor perks of being in WHS club Raising heritage significance for funders like HLF Increased leverage of funding to support evolution
Raising profile with major global companies Emphasising importance of investment relative to other competitor areas Raising heritage significance for funders like HLF Increased leverage of funding to support evolution
Raising profile with major global companies Emphasising importance of investment relative to other competitor areas Giving clarity about focus on investment and efforts – sustaining OUV Raising profile of culture of Lake District and why it matters Development of a simple investment strategy for sustaining what matters Giving clarity about focus on investment and efforts – sustaining OUV Raising profile of culture of Lake District and why it matters Development of a simple investment strategy for sustaining what matters
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Cinque Terre
Landscape‐based economic system supported by innovation
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Vega egg
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OUR BASIC IDEA:
THE BEST DEFENSE OF IMPORTANT NATURAL OR CULTURAL HERITAGE IS THROUGH A PROGRESSIVE VISION OF HOW IT CAN EVOLVE TO MAKE PEOPLE’S LIVES BETTER. THEN PEOPLE WILL PROTECT AND DEFEND IT BETTER.
CULTURAL AND NATURAL HERITAGE
Have we got the right strategy and structure for managing tourism? How do I get a skeptical tourism sector and the community to buy into sustainability? How do we best manage the influx of visitors? How do we do fundraising? Or attract investment? Do we really understand the tourism affecting us? And its social/economic and ecological impacts? How do we tell our OUV stories to best effect? How do we develop products and experiences from our OUV to sustain our site and community? How do we use marketing to bring about our objectives?
How do we do these things? How have other places solved these issues?
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WARNING The Sissinghurst Underpants…
The conquistadors discovered the Americas… … but didn’t discover the Americans Tzvetan Todorov
Twitter – @j_rebanks Email – james@rebanksconsulting.co.uk Mobile – (+44) 07788 285120